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Title: :  Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines
PaperId: :  11006
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 5 Issue 6 2019
DUI:    16.0415/IJARIIE-11006
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Aguilar, Jessica AngeliePolytechnic University of the Philippines
Anaya, Joana MariePolytechnic University of the Philippines
Tizon, Jay AnPolytechnic University of the Philippines

Abstract

Marketing Management
social media marketing, facebook marketing, college impact, attitude, behavior
A deep understanding in the advancement of technology and its continuous innovation is now an essential part of everyday life. And now, the wide accessibility in the internet lead to a drastic change, the rise of social media platforms. Social media platform allows people to transform the communication and interaction of one another. This platform of information helps the world build networks and online communities. Since there is an increase in the number of the prolific users of these social media platforms worldwide, modern businesses see these as an innovative marketing communication tool to easily attract the online market. The prime purpose of this research is to explore how social media marketing; such as Facebook Commercial Communications (FCC) affects the student as the youth market. A survey was used to examine how factors such as and demographics (gender, age and population group), affect the sample which counts to 327 college of business students of PUP by the use of self-administered questionnaires. To this end, this research determined that Facebook Commercial had a significant effect on the purchasing decision and behavior of the College of Business Students of PUP. The usage factor (device used, usage length, access duration, and profile update extent), clearly shows how the generation of these students are connected and mindful in using social media. The fulfillment of this study also contributes to the expansion and adaptation to any other research that aims to develop social media marketing such as FCC, and other distinct impact of social media usage to the demographic factors of the participants.

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IJARIIE Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An. "Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines" International Journal Of Advance Research And Innovative Ideas In Education Volume 5 Issue 6 2019 Page 344-351
MLA Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An. "Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines." International Journal Of Advance Research And Innovative Ideas In Education 5.6(2019) : 344-351.
APA Aguilar, Jessica Angelie, Anaya, Joana Marie, & Tizon, Jay An. (2019). Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines. International Journal Of Advance Research And Innovative Ideas In Education, 5(6), 344-351.
Chicago Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An. "Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines." International Journal Of Advance Research And Innovative Ideas In Education 5, no. 6 (2019) : 344-351.
Oxford Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An. 'Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines', International Journal Of Advance Research And Innovative Ideas In Education, vol. 5, no. 6, 2019, p. 344-351. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/Social_Media_Marketing__Impact_of_Facebook_Commercial_Communications_to_the_College_of_Business_Administration_students_of_Polytechnic_University_of_the_Philippines_ijariie11006.pdf (Accessed : 07 March 2025).
Harvard Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An. (2019) 'Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines', International Journal Of Advance Research And Innovative Ideas In Education, 5(6), pp. 344-351IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/Social_Media_Marketing__Impact_of_Facebook_Commercial_Communications_to_the_College_of_Business_Administration_students_of_Polytechnic_University_of_the_Philippines_ijariie11006.pdf (Accessed : 07 March 2025)
IEEE Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An, "Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines," International Journal Of Advance Research And Innovative Ideas In Education, vol. 5, no. 6, pp. 344-351, Nov-Dec 2019. [Online]. Available: https://ijariie.com/AdminUploadPdf/Social_Media_Marketing__Impact_of_Facebook_Commercial_Communications_to_the_College_of_Business_Administration_students_of_Polytechnic_University_of_the_Philippines_ijariie11006.pdf [Accessed : 07 March 2025].
Turabian Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An. "Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 5 number 6 (07 March 2025).
Vancouver Aguilar, Jessica Angelie, Anaya, Joana Marie, and Tizon, Jay An. Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2019 [Cited : 07 March 2025]; 5(6) : 344-351. Available from: https://ijariie.com/AdminUploadPdf/Social_Media_Marketing__Impact_of_Facebook_Commercial_Communications_to_the_College_of_Business_Administration_students_of_Polytechnic_University_of_the_Philippines_ijariie11006.pdf
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